Warm Up That Cold Call
Warm Up That Cold Call
But simply sending any old letter won't accomplish that goal. Before we write and send that letter, we need to do some research on the companies and individuals we're planning to approach. After all, what prospect - especially if we're calling in senior executives - wants to talk to a salesperson who hasn't taken the time to do his or her homework? Well, where do we find this information? Lots of places. General information on companies is readily available at your local library, on the internet, and from a host of other resources - too many to cover here. Industry information is available from the same sources, as well as from industry associations. Information on the specific individuals you'll be calling may be available as well (see the management bios on companies' web sites). Even information on the issues with which various executives within an organization are likely to be dealing is now available, thanks to a fabulous new service dedicated to providing this invaluable information - Executive Link (profiled below).
Armed with this information, it's now time to get to work. First, think about why you're writing - your Purpose. In this case, your purpose is to whet your prospect's appetite, preparing him or her for a follow- up call. Next, consider how you're going to organize your letter. Letters - like speeches - have an Opening, a Body and a Conclusion. Your Opening could - no - should be a Headline: A bold statement, testimonial, or endorsement that induces the recipient to read further. A good headline grabs your prospect's Attention. You then generate Interest with an important Benefit of your product or service that your prospect values. In the Body of your letter you ratchet up this interest with additional benefits, and by using powerful emotional words and phrases to stimulate Desire, while at the same time anticipating and addressing the reader's skepticism. Your Conclusion either contains a Call to Action, or makes the reader receptive to a follow-up call. Lastly, include a PostScript that reiterates your main point. Studies show that almost everyone reads the PS (often it's the first thing their eyes are drawn to!).
Writing Tips
Here are some tips that - when used in the context just lain out, will raise the odds of a welcome reception to your follow-up call:
1. Use High-Impact Words to get your message across. Examples include New, Save, Guarantee, Proven, Results, Easy, Money, Safe, Complementary. These words help your customers visualize how they will feel when they own your product or use your service, and motivate them to convert this feeling into reality. Try using series of three words or phrases in rapid succession.
2. Focus on the prospect and their problems and needs by using "You" and "Your", instead of drawing attention to you and your company with "I". "We", or "Our". The harsh reality is that prospects are more concerned with themselves than they are with you.
3. Be concise. People don't have time to read long diatribes. Those of you who've been subscribers to this newsletter since the beginning may have noticed that the average length of my sales tip has dropped dramatically.
4. But also be clear. Don't cut out so much that you lose clarity. Also, avoid jargon, buzzwords, and uncommon words (regardless of whether they're more precise)
5. Be specific - Quantify wherever possible
6. Review what you've written
ACTION ITEM
Take a crack at composing a sales letter using these guidelines. Do what good writers do and write first, edit later. Test it out on a friend or colleague for impact, and have them make adjustments. Try sending a couple of variations to different sets of prospects, follow up with your phone calls, and see which gets you through to the recipient. A well- written, impactful letter should result in more "warm" follow-up calls being answered than would pure "cold" calls.
Warm Up That Cold Call - To learn more about this author, visit Craig James's Website.
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A great way to warm up a cold call is to send another form of communication in advance of the call - a letter (or an email). This article is about writing sales letters. What to write, and how to write them to maximize the likelihood that the call you follow up with will be welcomed, and not viewed as an annoying intrusion.
But simply sending any old letter won't accomplish that goal. Before we write and send that letter, we need to do some research on the companies and individuals we're planning to approach. After all, what prospect - especially if we're calling in senior executives - wants to talk to a salesperson who hasn't taken the time to do his or her homework? Well, where do we find this information? Lots of places. General information on companies is readily available at your local library, on the internet, and from a host of other resources - too many to cover here. Industry information is available from the same sources, as well as from industry associations. Information on the specific individuals you'll be calling may be available as well (see the management bios on companies' web sites). Even information on the issues with which various executives within an organization are likely to be dealing is now available, thanks to a fabulous new service dedicated to providing this invaluable information - Executive Link (profiled below).
Armed with this information, it's now time to get to work. First, think about why you're writing - your Purpose. In this case, your purpose is to whet your prospect's appetite, preparing him or her for a follow- up call. Next, consider how you're going to organize your letter. Letters - like speeches - have an Opening, a Body and a Conclusion. Your Opening could - no - should be a Headline: A bold statement, testimonial, or endorsement that induces the recipient to read further. A good headline grabs your prospect's Attention. You then generate Interest with an important Benefit of your product or service that your prospect values. In the Body of your letter you ratchet up this interest with additional benefits, and by using powerful emotional words and phrases to stimulate Desire, while at the same time anticipating and addressing the reader's skepticism. Your Conclusion either contains a Call to Action, or makes the reader receptive to a follow-up call. Lastly, include a PostScript that reiterates your main point. Studies show that almost everyone reads the PS (often it's the first thing their eyes are drawn to!).
Writing Tips
Here are some tips that - when used in the context just lain out, will raise the odds of a welcome reception to your follow-up call:
1. Use High-Impact Words to get your message across. Examples include New, Save, Guarantee, Proven, Results, Easy, Money, Safe, Complementary. These words help your customers visualize how they will feel when they own your product or use your service, and motivate them to convert this feeling into reality. Try using series of three words or phrases in rapid succession.
2. Focus on the prospect and their problems and needs by using "You" and "Your", instead of drawing attention to you and your company with "I". "We", or "Our". The harsh reality is that prospects are more concerned with themselves than they are with you.
3. Be concise. People don't have time to read long diatribes. Those of you who've been subscribers to this newsletter since the beginning may have noticed that the average length of my sales tip has dropped dramatically.
4. But also be clear. Don't cut out so much that you lose clarity. Also, avoid jargon, buzzwords, and uncommon words (regardless of whether they're more precise)
5. Be specific - Quantify wherever possible
6. Review what you've written
ACTION ITEM
Take a crack at composing a sales letter using these guidelines. Do what good writers do and write first, edit later. Test it out on a friend or colleague for impact, and have them make adjustments. Try sending a couple of variations to different sets of prospects, follow up with your phone calls, and see which gets you through to the recipient. A well- written, impactful letter should result in more "warm" follow-up calls being answered than would pure "cold" calls.
Warm Up That Cold Call - To learn more about this author, visit Craig James's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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